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American Values - US - February 2020

OVERVIEW
What you need to know
Definitions
EXECUTIVE SUMMARY 
Target Audience
Top takeaways
Engaging the Conscious Consumer
Figure 1: Repertoire analysis – Conscious Consumer segment, November 2019
Figure 2: Conscious Consumer segment, by desired brand involvement, November, 2019
The divide in American values
Figure 3: Top individual values vs top perceived American values, November 2019
The role brands can play
Figure 4: Conscious Consumer group, by responsibility, November 2019
The opportunities
Internal inclusivity
External inclusivity
TARGET AUDIENCE – WHAT YOU NEED TO KNOW
Conscious Consumers shop their values
Appealing to Conscious Consumers
TARGET AUDIENCE: THE CONSCIOUS CONSUMER
Marketers can target “Conscious Consumers” based on “cause” participation
Figure 5: Repertoire analysis – Conscious Consumer segment, November, 2019
Figure 6: Conscious Consumer segment, by personal support, November 2019
Identifying Conscious Consumers
Figure 7: Conscious Consumer segment, by generation, by household income, by political affiliation, November 2019
Conscious Consumers’ expectations for brands
Figure 8: Conscious Consumer segment, by desired brand involvement, November, 2019
Brand Spotlight: Hallmark Channel
Figure 9: Hallmark Channel head stepping down following misstep with Zola same-sex ad, January 2020
THE CONSUMER – WHAT YOU NEED TO KNOW 
Consumers’ personal values differ from perceived “American values”
America is ideologically divided, but Conscious Consumers are pushing for expanded inclusivity
Brands have less responsibility than the government, but more than consumers
PERSONAL VALUES VERSUS PERCEIVED VALUES
Proud to be an American?
Figure 10: Top individual values vs top perceived American values, November 2019
Through their eyes: What do American values look like?
Figure 11: Images that represent the best of America, March 2019
Conscious Consumers have more faith in their personal altruism and in that of other Americans
Figure 12: Conscious Consumer group, by value of giving back, November 2019
“I cannot tell a lie”. . . but others do
In their own words: Personal values
Figure 13: Individual values vs  perceived American values, by generation, by race and Hispanic origin , November 2019
Brand Spotlight: SKIMS Solutionwear
Figure 14: Original Kimono brand announcement, June 25, 2019
Figure 15: Official response to controversy, July 1, 2019
Being my authentic self
Figure 16: Individual values vs perceived American values, by generation, by race and Hispanic origin, November 2019
Brand Spotlight: American Eagle Outfitters
Figure 17: #AerieReal | Real Change, January 2020
ISSUES IMPACTING AMERICAN VALUES
A glimmer of hope in the American Dream
Figure 18: Future outlook, November 2019
Minimal middle ground for Americans
Figure 19: Future outlook, November 2019
Social media backlash
Figure 20: Impact on society, by Conscious Consumer, by generation, by race and Hispanic origin, November 2019
Mental health advancement is common ground
Figure 21: Impact on society, by political affiliation, by Conscious Consumers, November 2019
Reproductive healthcare: Politically divisive but expected by workforce
Figure 22: Impact on society, by political affiliation, by Conscious Consumer, November 2019
The #MeToo movement lacks male support
Figure 23: Impact on society, by Conscious Consumer, by gender, November 2019
Gender fluidity is currently polarizing, but slated to become more accepted
Figure 24: Impact on society, by Conscious Consumer, by generation, November 2019
Brand Spotlight: Lyft
Figure 25: Your pronoun; Your choice, May 2019
THE ROLE OF BRANDS
Consumers hold the government most responsible and also look to brands to intervene
Figure 26: Correspondence analysis – symmetrical map – responsibility, December 2019
Figure 27: Responsibility, November 2019
Brand Spotlight: Nike
Figure 28: What Nike told me when I wanted to have a baby | The New York Times Opinion
Brand Question: To take a stance or not?
Figure 29: Future outlook, by generation, November 2019
In their own words: Brands and values
Figure 30: Consumer perception of brands with good values, November 2019
The issues where consumers feel brands have a responsibility to act
Figure 31: Conscious Consumer group, by responsibility, November 2019
Brand Spotlight: Ben & Jerry’s
Figure 32: Take action on climate today | March 2019
In their own words: Values and brand affinity
MINTEL TREND DRIVERS: WHAT YOU NEED TO KNOW
Supporting consumers’ Rights
The future of personal privacy and rights
WHAT’S HAPPENING NOW: CONSUMER RIGHTS
Championing trailblazers
Figure 33: #Makespaceforwomen, January 2020
Expanding self-expression
Figure 34: More than just makeup, August 2019
Promising protection
Figure 35: Ensuring confidentiality, January 2020
WHAT’S HAPPENING NEXT: CONSUMER RIGHTS
Heightened consumer expectations drive the evolution of data security
Brands become more entrenched in social issues
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms

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